Apple CEO John Ternus Defends AI Strategy, Prioritizing Products Users Love Over Siri Delays
Updated
Updated · TechCrunch · Oct 31
Apple CEO John Ternus Defends AI Strategy, Prioritizing Products Users Love Over Siri Delays
3 articles · Updated · TechCrunch · Oct 31
Summary
John Ternus said Apple is "absolutely" using AI in new products but will not ship features just to claim an AI presence, arguing the goal is software people love rather than visible AI branding.
The defense comes after Apple faced criticism for lagging rivals in AI, especially following delays to a more powerful Siri that only launched this summer.
Ternus, who became CEO at the start of September after years as a senior Apple executive, said he likes where Apple stands despite outside pressure and constant debate over its AI position.
Pressed on whether AI agents could eventually reduce the need for apps, Ternus argued product creation remains a deeply human, personal activity—signaling Apple still sees its ecosystem as central.